A story of two search engines like google

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Messy search engine optimisation is a column masking the nitty-gritty, unpolished duties concerned within the auditing, planning, and optimization of internet sites, utilizing MarTech’s new area as a case examine.


This installment of “Messy search engine optimisation” particulars my technique of working with our group to investigate indexing patterns for MarTech’s pages. In Half 6, we mentioned the need of making pillar pages to ascertain a greater website hierarchy and rank for our most related matters.

RELATED: Google enables you to report an indexing subject

MarTech.org has had many indexing points since its creation final 12 months. Probably the most urgent one currently is that Google appears to be prioritizing outdated content material within the SERPs, which means most of the (now redirected) Advertising and marketing Land and MarTech In the present day URLs are nonetheless populating the index. In consequence, the vast majority of MarTech’s top-performing pages are irrelevant to our model because it exists right now. 

One of many methods we’re addressing this subject is by creating pillar pages that middle on the principle business matters we cowl at MarTech. It will assist us set up a hierarchy of related matters.

We’ve primarily centered on Google’s indexation all through this course of, neglecting to evaluation the methods different search engines like google have handled our content material. So, we determined to check the MarTech, Advertising and marketing Land, and MarTech In the present day information from Google with that from Microsoft Bing – and the discrepancies had been telling.

Indexing standing virtually a 12 months after migration and consolidation

There have been loads of modifications to MarTech’s indexing for the reason that migration, most notably the title change points. Fortunately, these had been largely resolved, however there are another points we discovered when evaluating the content material listed on Google and that on Bing.

Google’s indexing

Regardless of many lingering indexing points, Google has made some changes to MarTech’s indexation over the previous 12 months. The search engine eliminated nearly all of our duplicate URLs after we arrange our redirects, and an excellent portion of Advertising and marketing Land and MarTech In the present day pages have been eliminated as nicely. Nonetheless, we’ve just lately observed some fascinating efficiency and indexing traits.

Efficiency. Nearly all of the highest pages from the previous three months by way of interplay are legacy pages which have little to no relevance to our MarTech model. Other than the homepage, the “What’s MarTech” web page, and our CDP platform web page, the highest URLs are largely irrelevant to our audience.

Web page Impressions Clicks Avg. Place
/ 590170 13778 25.34
/content-marketing-done-right-8-examples-can-learn/ 529481 7429 30.13
/top-10-payment-processing-companies-world/ 717026 7259 32.48
/what-is-martech/ 278783 6773 11.33
/8-companies-social-media-right-marketers-can-learn/ 251427 5087 48.91
/martech-landscape-customer-data-platform/ 369856 3882 23.16
/100-questions-you-must-ask-when-developing-web-site/ 77152 3580 27.66
/10-steps-target-connect-potential-customers-effectively/ 170443 3353 20.48
MarTech’s top-performing pages on Google.

Granted, these articles have been stay for years, build up authority on the Advertising and marketing Land and MarTech In the present day domains. However, after virtually a 12 months of MarTech being stay, it’s odd that there are such a lot of previous, much less related pages sitting on the high of our efficiency lists – particularly when our group has revealed a lot good content material since then.

Listed pages. Google has roughly 29,000 MarTech URLs in its index. Nearly all of these are related hyperlinks we’ve positioned in our sitemaps. Nonetheless, there are over 7,000 URLs within the “Listed, not submitted in sitemap” class. Many of those URLs are irrelevant — a disconcerting quantity have parameters that seem like both monitoring code or, in some circumstances, spam.

URLs with parameters within the index.

The prevalence of URL parameters isn’t shocking, but it surely’s not clear why Google is together with so many of those within the index. The extra alarming development, nevertheless, is the variety of Advertising and marketing Land and MarTech In the present day URLs which can be nonetheless in Google’s index as nicely.

Advertising and marketing Land URLs on Google.
MarTech In the present day URLs on Google.

We all know that there are many Advertising and marketing Land and MarTech In the present day URLs on-line, each in our older items of content material and on different web sites. However it’s unusual to see so many nonetheless in Google’s index.


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Bing’s indexing

Bing’s indexing tells a unique story. Although there are nonetheless loads of irrelevant content material items, they’re a lot much less outstanding within the SERPs.

Efficiency. MarTech’s top-performing pages on Bing look considerably much like these on Google. The homepage, “What’s MarTech” web page, and legacy pages are nonetheless there, however we additionally discovered considered one of our newer information articles within the combine. The significance of the piece to our business undoubtedly helped carry it to the forefront, but it surely’s peculiar that Google didn’t deal with it the identical approach.

Web page Impressions Clicks Avg. Place
/ 1.2k 119 4.75
/10-steps-target-connect-potential-customers-effectively/ 586 27 5.99
/100-questions-you-must-ask-when-developing-web-site/ 231 17 4.96
/whats-big-idea-3-fundamentals-successful-digital-creative/ 408 14 5.36
/what-is-martech/ 613 14 5.04
/top-10-payment-processing-companies-world/ 4.6k 11 7.51
/5-roles-need-marketing-team-2-roles-havent-thought/ 132 10 7.73
/google-to-end-universal-analytics-in-2023/ 40 8 3.55
MarTech’s top-performing pages on Bing.

This newer article’s numbers are encouraging, however, similar to the outcomes on Google, our extra related matter pages are failing to carry out nicely.

Listed pages. Bing has listed fewer of our MarTech pages (roughly 17,000 URLs), which isn’t shocking, given how a lot smaller it’s than Google. Nonetheless, after analyzing these URLs, we discovered the ratio of related content material to irrelevant content material to be a lot decrease. We’re not seeing an enormous variety of listed URLs with parameters.

Probably the most obvious distinction between the 2 search engines like google is their indexing of our previous area pages. Whereas Google nonetheless retains over 2,000 URLs from Advertising and marketing Land and MarTech In the present day, there are solely 143 of those URLs left in Bing’s index.

Advertising and marketing Land URLs on Bing.
MarTech In the present day URLs on Bing.

Sure, Bing had fewer of those pages to start with, however the inconsistency continues to be surprising.

A discrepancy between Google and Bing’s indexing

Of the 2 search engines like google, it appears Bing is doing a greater job of crawling our previous URLs and adjusting its index accordingly. This is smart — there are fewer pages listed on Bing, so the search engine has much less to scrub up.

However why is Google holding on to so many of those previous URLs? One attainable clarification is that it merely hasn’t crawled the entire previous URLs but. This may imply it hasn’t discovered the 301 redirects we put in place, believing the previous websites are nonetheless stay.

This appears unlikely, nevertheless, as we migrated the positioning virtually a 12 months in the past. Google has had loads of time to crawl our pages. But, we’re nonetheless open to this chance.

One other clarification could possibly be that there’s a structural subject on the MarTech website that’s someway telling Google the previous domains are nonetheless stay. We’re conducting some deep technical audits for the time being to find out if that is true. Till we all know extra, we’re going to proceed to create good content material and do all we will to assist it rank increased than the much less related pages.

Have you ever observed discrepancies in indexing between Google and Bing? How are you addressing the difficulty? Electronic mail me at [email protected] with the topic line “Messy search engine optimisation Half 7” to let me know.

Extra Messy search engine optimisation

Learn extra about our new MarTech area’s search engine optimisation case examine.


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About The Writer

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in search engine optimisation, content material advertising, and journalism, he covers search engine optimisation and PPC business information to assist entrepreneurs enhance their campaigns.

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